Nivea, the iconic cosmetics brand, which turned 100 last year, is launching new limited-edition packs designed by a fashion designer and leading brand and packaging design agency Bulletproof. The new ‘Nicola de Main’ packaging for Nivea Soft will arrive in stores across UK, Ireland, Scandinavia and The Netherlands in mid-May. The light-hearted and colourful design, which features springs birds, adds to the feeling of the season, sunny cheerfulness and warmth and echoes with the brand’s attitude of making life beautiful. 
Photo: Nivea Soft ‘Nicola de Main’ packaging
A year ago, in May 2011, Beiersdorf, the parent company of the brand, tasked the agency to develop a new edition fashion designer inspired packaging for Nivea Soft, which would build on its ongoing fashion platform and keep it relevant to the consumer target group. Among a number of designers, the creative team selected Nicola de Main from Britain, who is known for her love for vibrant visual solutions, lovely graphic prints and signature quirky, feminine designs.
Photo: Nivea Soft ‘Nicola de Main’ packaging
“Initially we thought it would be quite a challenge to find an up-and-coming fashion designer to work with us on the Nivea Soft limited edition packaging range, but then we found Nicola de Main whose designs were the perfect fit with the brand. Nicola was a delight to work with and it was serendipity that she was already a Nivea Soft consumer. We are extremely happy with the result that Nicola and our design team have created and look forward to seeing it on the shelves,” says Kellie Chapple, client services director at Bulletproof.
“Nicola’s patterns together with her love of symmetry, nature, freedom and movement gave us lots of inspiration and ideas when designing the packs. The final solution was three vibrant and exciting limited edition packs, all completely unique from one another but part of a collection that reflected Nicola’s style perfectly whilst working harmoniously with the brand equities of Nivea Soft,” commented Lauren Milne, senior designer at Bulletproof.